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Store Design (Fach) / Influencing the store atmosphere (Lektion)
Influencing the store atmosphere
Diese Lektion wurde von DaxFarey erstellt.
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- Ground Rules 1. The customer must be enabled to perceive the intended atmosphere. (Comforting music inside the store, but every time the door opens, the customer will hear the sound of the street) 2. The store atmosphere influences the employees as well as the customers. Happy staff will have a positive effect on the customers and the sales. (Listening to the charts can be nice for customers, but listening to the Top 50 everyday, might be hard for the sales staff.)
- Mehrabian-Russel-Model: Personality + Environment -> Emotional Response -> Behavior (approach/ avoidance) Environment = All stimuli in the store, information rate (high/ low) High information rate à Arousal seekers (adventure) à suprising stuff, lout music, bright colors Low information rate à Arousal avoiders à Calm and relaxing atmosphere Emotional Response Arousal: how stimulated or activated Pleasure: being happy or in a good mood Dominance: unrestricted Behavior = How long will the customer stay, how much will he buy?
- Arousal: Performance – Arousal – Chart Arousal stores are preferable Water & green plants can decrease arousal -> Shoppers can relax Two strategies: 1. Arousal reducing and increasing at the same time a. New shop layout but clearly structured b. Dim light for a new location of a product 2. Contrasting zones a. Loud music & bright lights b. Relaxing zones c. Example = Clubs
- Music in general --> Creates atmosphere --> Normally: Slow music --> more time in store BUT: Consider music style of target group Functional music = music with a purpose
- Music influences Price perception quality perception the information recall (can be good or bad - not in our power, what he feels, when he recalls a special music he heard in a special situation)
- Radio Bad idea --> No control of playlist --> Commercials (of competitors)
- Music and staff Dont forget the staff! BAD: Same songs everyday! The music influences them as well.
- Music and target group Consider the taste of the target group. Dont forget, that the target groups (and the fitting music) can change during the day.
- Smell Apperceived scent = Bewusst wahrgenommener Geruch Smell -->Memory --> Emotion --> Behavior Smell maybe has one of the strongest effects on emotion. Two strategies: 1. Differentiate the store by scents (branding) 2. Improve the mood --> Increase sales Again: Can create good and bad memories! Keep the scents simple (easier to recall) and don’t make them to intense (but still perceivable)!
- Light Light gives the first impression of the store. High intensity --> for customer efficiency Low intensity --> for a relaxing atmosphere Light regulates arousal level. Bright light - Increases impulse purchases - Increases honesty - More time in front of lighted ads Still natural light should be used as much as possible.
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- Lightning - General - Linear - Directional - Point - Baffled (indirect) - Specialty
- Colors - As differentiation (branding) - Transfer color associations (can be culture-specific) - Influence mood & behavior (good and bad) Cold --> Relaxing Warm --> Excitement (Red --> Activating, Impulse purchases, ads)
- Conclusion of influencing All stimuli must match - with each other - with the product - with the target group - with the atmosphere and the concept. And must be perceiveable and the staff must be considered.